JACKPOCKET: LEADING THE DIGITAL LOTTERY TICKET RACE ACROSS THE US

PETER SULLIVAN, CO-FOUNDER AND CEO OF JACKPOCKET, reflects on the company’s growth ahead of its 10th anniversary this year, and how this is just the start for the digital lottery ticket industry

BY NICK WARE

The global lottery industry has, for a considerable period, been in a state of flux, principally owing to the new technologies and practices that it has incorporated. Reflecting other industries, lotteries have embraced - with open arms or begrudging acceptance - that their audiences are increasingly receptive to more modern methods of service.

With this in mind, Jackpocket was created in 2013, becoming the first third-party app in the US to provide a secure way to order official state lottery tickets.

Since its inception, Jackpocket appears to have gone from strength to strength; from launching in New York and New Jersey - the first states to formally authorise lottery courier services - the app is now accessible in 15 states, most recently launching in Arizona in early January.

Players, meanwhile, have won over $250m in lottery prizes since 2013, with 27 winning prizes worth $1m or more. This includes a player in New Jersey who won $9.4m in 2021, making it the largest mobile gaming win in the US to date.

But how has Jackpocket coped as a ‘trailblazer’ in the industry?

Sullivan explained: “The reception from new and long-time lottery players has been terrific - as evidenced by our 4.8 star rating in the App Store with over 120,000 user ratings. Long-time lottery fans appreciate the convenience of ordering a ticket right from their phone.

“We’ve also had great success introducing the lottery to a younger, tech-savvy generation through compelling features like the ability to play in a digital lottery pool with friends and colleagues, to set up an Autoplay so you never miss a drawing, or to place your ticket order seamlessly using Venmo or Apple Pay.

“In fact, nearly 70% of Jackpocket users are aged 45 and under.”

Evidently players - particularly those with fewer ‘miles on the clock’ - are onboard. But as a digitally-focused service, one might expect less warmth from traditionalists concerned at the impact on their own companies and the direction the lottery is heading in.

One way in which Jackpocket has helped to overcome that hurdle is through a partnership with Circle K, one of the largest convenience store brands in the US.

The two initially joined forces in the summer of 2020 through a 30-day pilot programme in Austin, Texas, before a more formal arrangement was finalised in July 2021.

More recently, Circle K helped to facilitate Jackpocket’s entry into Arizona, where it is regarded as one of the top lottery retailers in the state.

As Sullivan detailed, the partnership has helped to apply a digital touch to the in-store experience and cater to a larger audience.

“Our mission at Jackpocket is to make the lottery accessible for everyone, and Circle K, a brand renowned for its commitment to customer convenience, fits seamlessly into how we accomplish that,” he said.

“Together, we have teamed up to deliver exclusive deals to lottery players in the store and in the Jackpocket app. As part of the partnership, Circle K customers in particular stores and markets receive $5 off their first lottery ticket order on Jackpocket. Our app users can also unlock special deals on Circle K products with surprise alerts via the app and email to drive foot traffic to physical stores.

“Since the start of the partnership, we've seen particular success in acquiring new Android users and those aged 18-35, and have seen an increase in new users in states like Texas and Ohio.

“Having a visible brand presence and association with an established brand like Circle K positively exposes Jackpocket in these markets, and we’re able to pass exclusive Circle K in-store deals back to our users.”

Another way in which Jackpocket has helped to leverage itself in front of potential new players is via partnerships with professional sports clubs, including the New York Islanders, Texas Rangers and, most recently, the Dallas Stars as its ‘Official Digital Lottery Courier Partner’.

“We also know that playing the lottery with an app is a brand new concept to many. Our eight professional sports partnerships across the NFL, MLB, NBA and NHL help introduce Jackpocket to a wider audience as a safe, easy option for playing the lottery,” said Sullivan.

“By doing so, we help state lotteries reach new audiences, and ultimately raise more state lottery funds that benefit important causes in local communities.”

The effect of such visibility across the world, and particularly in the US, has earned Jackpocket some major accolades.

Last July, Jackpocket was ranked as the number one free app in the App Store - ahead of TikTok no less - as the app cashed in on the $2bn Mega Millions run.

In the last six months, the company has also been used for up to 4% of national Powerball sales for particular drawings, despite only being available in 31.35% of jurisdictions.

“This shows just how far Jackpocket and the industry have come in the past 10 years, and the continued growth potential for the next 10,” said Sullivan.

Growth is certainly at the forefront of Sullivan’s mind as Jackpocket continues to strive for further success in 2023, with the wheels already in motion for the lottery courier app to launch in several more states across the country. Furthermore, there are plans to release a new online casino product in New Jersey through a skin partnership

JACKPOCKET IS BUILDING THE FUTURE OF ENTERTAINMENT THROUGH EXCITING NEW DIGITAL EXPERIENCES FOR THE REAL-MONEY GAMING INDUSTRY with Caesars Interactive Gaming in New Jersey.

“Jackpocket is building the future of entertainment through exciting new digital experiences for the real-money gaming industry,” Sullivan enthused.

“Our vision is to build a large mall of interactive customer experiences where our players can win real money prizes, using our lottery product as the anchor tenant or incentive to ‘drive to the mall’ in the first place.

“From there, players will be able to visit our other ‘stores’ – sweeps, slots, bingo, social games, sports lottery and other experiences – that will create new and exciting ways for users to engage with us.” •